Earlier this year, the NAB AFL Women’s campaign resurrected a campaign idea from the nineties, I’d like to see that. The original campaign was created in 1994 by Warren Brown at the Campaign Palace.
The 2017 version was created by a group of female creatives – creative director, Bec Brideson; writer, Jane Caro, art director, Tisha Lazaro; innovation lead, Kylie Robertson; broadcast producer, Nik Round and director, Celeste Geer.
Now Cummins&Partners has given I’d like to see that its second reincarnation this year, for the AFL Men’s campaign. While the women’s campaign used a serious approach and followed the original format more or less, the men’s version uses Chris Hemsworth in a humorous (and slightly absurd) role – not terribly unlike the tone of the Taika Waititi trailers for Thor: Ragnarok in which he also stars.
Hemsworth plays Marcus Bontempelli, aka The Bont, who is seen giving a very enthusiastic campaign presentation to the AFL board.
The campaign film is supported in OOH along Australia’s east coast. The billboards feature Bontempelli, Sydney’s Josh Kennedy, West Coast’s Josh Kennedy and GWS forward, Jeremy Cameron.
AFL head of marketing, Julian Dunne, commented, “The Western Bulldogs premiership win is one of the great sporting stories, and with Chris being such a huge Bulldogs fan, he was a natural fit.
“He was really passionate about the campaign and involved through the whole process, including the idea and the script. He was brilliant to work with and we were thrilled that he wanted to be involved.”